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Insight: 76% of Christmas shoppers act on personalised smartphone offers

Some 76% of consumers are more likely to visit shops that have sent them a personalised offer on their smartphone, a new study has found.

GENERAL MERCHANDISE

Insight: 76% of Christmas shoppers act on personalised smartphone offers

Some 76% of consumers are more likely to visit shops that have sent them a personalised offer on their smartphone, a new study has found.

The survey by Vista Retail Support also found that 25% of shoppers are more likely to spend more.

In addition, over 89% of the respondents said they plan on shopping on the high street this Christmas either as a sole source for gifts or hand in hand with online shopping. The top reasons cited for visiting shops were the ability to inspect potential gifts, the festive atmosphere, and difficulties with delivery times for online shopping.

Among the most notable complaints from respondents about shopping on the high street were "a general feeling of chaos" due to items scattered on the shop floor, long queues, inattentive or unknowledgeable staff and overbearing Christmas music.

For shoppers facing long queues, the most popular alternatives were self-service kiosks followed closely by staff with mobile point of sale systems.

The survey also found that a majority of consumers plan to do their Christmas shopping with others. 33% said they will be shopping with a spouse or partner, 19% with family and 8% with friends. 41% said they will be shopping alone.

James Pepper, technical services director at Vista, said: “Technology continues to play an ever greater role across the retail landscape. Research clearly shows that the proper execution of retail technology carries strong benefits for all periods of the customer journey, from enticing them to enter a store all the way to ensuring they’re taken care of at the till.”

 

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